A report tracking more than 19 million online purchases between 2018 and 2025 suggests nicotine pouches are rapidly overtaking traditional snus in Sweden and Norway, signaling a cultural shift in Scandinavia’s long-standing oral nicotine market. The research found that tobacco-free nicotine pouches now account for the largest share of oral nicotine sales on leading regional e-commerce platforms, as consumers move away from tobacco-based snus. Globally, nicotine pouch sales have surged from roughly 292 million units in 2018 to more than 20 billion in 2023, with strong growth also reported in the UK and U.S. Study co-author Dr. Marina Murphy of Haypp Group said many users perceive pouches as a lower-risk alternative, underscoring the need for public health authorities to closely monitor the fast-evolving category and its broader implications.
Tag: Haypp
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Nicotine Pouch Growth Drives Haypp’s 5% Sales Increase
Haypp Group reported strong global growth in nicotine pouches (NPs), with Q4 2025 volume up 28%, driven by the U.S. reintroduction of Zyn in September 2025 and accelerating growth in the UK. NPs now account for 67% of total volume, with FY25 volume up 13% year-over-year. U.S. consumer offtake rose approximately 35% in Q4 2025 and January 2026 volumes jumped 120% year-over-year, with new customer acquisition up over 250%. The company cited improved retention through localized teams, research, and consumer-focused initiatives, achieving an all-time high Net Promoter Score of 82. In the UK, Q4 2025 volume rose 73% and new customer growth reached 112%, accelerating to ~200% and ~125%, respectively, in January.
Looking ahead, Haypp anticipates regulatory changes in Austria will force an exit by mid-2026, though this market represents less than 1% of total sales. The company strengthened its U.S. infrastructure, increasing overhead by 29% to support Media and Insights and online growth initiatives. Leverage stood at 0.6x net debt/adjusted EBITDA at year-end, with inventory tactically increased ahead of January 2026 price hikes. Haypp’s Board reaffirmed 2028 targets: 18–25% annual revenue growth, an adjusted EBIT margin of 5.5% ±150 bps, and reinvestment of cash flows to support ongoing expansion in its core U.S. and UK markets while maintaining compliance as a competitive advantage.
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PMI Positive After FDA’s Zyn Hearing
Philip Morris International (PMI) believes it moved a step closer to securing permission to market its Zyn nicotine pouches as a reduced-risk alternative to cigarettes in the United States, following a full-day public hearing convened by the U.S. Food and Drug Administration (FDA) yesterday (January 22). At the meeting, PMI scientists presented evidence to the FDA’s Tobacco Products Scientific Advisory Committee (TPSAC) in support of a Modified Risk Tobacco Product (MRTP) application that would allow the company to tell adult smokers that switching completely to Zyn lowers the risk of major smoking-related diseases. FDA briefing materials and staff presentations suggested regulators are leaning toward approving the proposed claim, with the agency stating that “the evidence suggests the proposed modified risk claim is scientifically accurate.”
“The FDA’s Center for Tobacco Product’s mission is to make smoking-related disease and death a part of America’s past,” said Keagan Lenihan, Chief External Affairs Officer for PMI U.S. “Smoke-free products, like Zyn, play a critical role in helping CTP achieve this mission and provide adults who smoke with important information to guide their choices and a real opportunity to change.”
The proposed language would allow PMI to say that using Zyn instead of cigarettes reduces the risk of mouth cancer, heart disease, lung cancer, stroke, emphysema, and chronic bronchitis. FDA scientists said the “totality of the evidence” shows Zyn contains substantially lower levels of harmful chemicals than cigarettes, and that consumer research suggests the claim increases awareness of reduced risks without misleading users into believing the product is risk-free. The agency also noted that youth nicotine pouch use remains relatively low, at 2.4% of U.S. high school students in 2024, and that exposure to the proposed claim did not increase young adults’ intentions to use Zyn. PMI executives argued that clearer communication of relative risk could help smokers move away from combustible products, drawing comparisons to Swedish snus, which received an MRTP designation in 2019 and has been linked to Sweden’s low smoking rates.
However, members of the independent TPSAC panel raised concerns about gaps in long-term data and whether reduced-risk marketing would meaningfully accelerate smoking cessation in the U.S. Public health advocates also warned about the potential appeal of flavored pouches, discreet use, and social-media promotion to underage users. While panelists generally agreed that Zyn is far less harmful than cigarettes, they questioned whether the evidence shows that marketing claims will drive widespread switching. The FDA is not bound by the panel’s non-binding recommendations and has not set a deadline for its final decision, which will determine whether PMI can formally promote Zyn as a reduced-risk product to adult smokers.
“While the relatively expedited timeline for this MRTP review is encouraging, the fact that the TPSAC did not vote on a recommendation makes me question the reason for these meetings moving forward,” said Laura Leigh Oyler, VP of Regulatory Affairs for Haypp Group, whose subsidiaries sell nicotine pouches online. “The science, and the many public speakers who supported the authorization were clear: Americans deserve honest messaging around these products and their impacts on harm reduction.”
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Haypp Tabs De Prado as President of U.S. Market
Today (January 19), Haypp Group announced the appointment of Gabriel De Prado as president of its U.S. market, effective January 9. The parent company of Nicokick.com and Northerner.com, Haypp said the move is intended to accelerate growth in the nicotine pouch category.
De Prado, who previously served as Chief Commercial Officer, will oversee U.S. business operations with a mandate to strengthen commercial execution, deepen regulatory engagement, and further position Haypp as a leading compliant retailer in the fast-growing U.S. market. Chief Executive Officer Gavin O’Dowd said the appointment comes at a pivotal moment for the company’s U.S. expansion, citing De Prado’s international leadership experience, commercial discipline, and expertise in highly regulated sectors. De Prado brings more than 20 years of experience across Latin America and Europe, including senior roles at British American Tobacco, where he led strategic planning, consumer insights, and commercial execution across multiple markets.
During his tenure as Haypp Group’s CCO, De Prado led commercial operations across six countries, supported revenues exceeding €300 million, and built the company’s global insights and analytics function.
“Responsible growth isn’t optional in this category, it’s fundamental,” De Prado said. “My priorities are clear: disciplined growth, top-tier talent, and setting the highest standard for modern oral nicotine in e-commerce, while continuously listening to and adapting for the American consumer.”
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Haypp Working to Increase Efficiency, Sustainability in Industry
Haypp released its latest Sustainability Report, outlining measured progress in product quality controls and supply chain transparency as the company expands in the tobacco-free nicotine category. The report notes that all new nicotine pouch products launched since 2024 have been tested against internal and relevant standards, reflecting efforts to improve consistency and information availability in a fast-growing segment.
“As the global leader in consumer insights within our field, we are uniquely positioned to influence and support the development of more sustainable products and services throughout the supply chain,” said Markus Lindblad, Haypp’s head of legal and external affairs. “Our ambition is to make sure that our growth can help positively influence the evolution of the nicotine pouch category towards a responsible and sustainable future.”
The company also reports advances in mapping transport-related emissions, with data now collected from most logistics and last-mile delivery partners, and ongoing supplier screening under its Business Partner Code of Conduct.
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Haypp Says Mint and Berry Flavors Dominated UK Alternatives
UK online retailer Haypp released its “2025 Wrapped” sales data, revealing that mint flavors dominated nicotine pouch purchases while berry flavors led among vape users. Peppermint accounted for 24% of nicotine pouch sales, followed by spearmint at 14%, while cold mint (13%) and blueberry (12%) were the most popular vape flavors. The data highlights the role of flavor variety in encouraging smokers to switch to alternative nicotine products, according to the company.
Brand preferences in 2025 favored established names, with Velo (35%) and Nordic Spirit (14%) leading the nicotine pouch category, and Elf Bar (28%) and Vuse (25%) topping vape sales. Haypp said the findings underscore the importance of flavor diversity for adult consumers transitioning away from cigarettes, as policymakers consider future tobacco and vape regulations in the UK.
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Youth-Focused Bans Hurt Older Vapers: Haypp Survey
“Much of the debate on the Tobacco and Vapes Bill is focused on restricting youth access to vapes,” Haypp Group said in a press release announcing its latest survey. “While there are legitimate concerns around underage access to vapes, the introduction of broad product restrictions or bans may inadvertently exclude older segments of the population and impact the number of older smokers switching to vapes.”
In surveying 501 adult vape users in the UK, Haypp data found 87% of vapers aged 55 and over started vaping to quit smoking, compared with much lower rates in younger groups. The over-55 cohort was also the most positive about switching, with 92% saying they felt better after moving from cigarettes, and 55% citing health as the main benefit.
The findings suggest older smokers—who face higher long-term health risks—could be disproportionately affected by product bans that limit access to regulated alternatives. Haypp said policymakers should consider more targeted youth protections while preserving access and accurate information for adult smokers seeking to switch.
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Restricting Vapes Drives Smokers Back to Cigarettes: Opinion
A new commentary by Markus Lindblad, Head of External Affairs at Haypp Group, warns that parts of the UK’s Tobacco and Vapes Bill could backfire by driving some adults back to smoking. The bill, one of the world’s toughest anti-tobacco measures, includes a generational smoking ban for anyone born after 1 January 2009, new licensing rules, and tighter advertising limits. But Lindblad argues that proposed powers to restrict vape and nicotine-product flavors risk undermining the country’s smoke-free ambitions.
“Flavors aren’t just a marketing tool; they are a behavioral and psychological aid that help smokers make the transition away from cigarettes,” Lindblad said. “When a smoker switches to vaping, the experience of flavor, combined with the absence of smoke and tar, creates a sense of progress and separation from the old habit. Removing that variety reduces satisfaction, increases relapse risk, and ultimately undermines harm-reduction goals.”
Citing recent U.S. research, he says multiple large-scale studies show that state-level flavor bans reduce vaping but also lead to measurable increases in cigarette use. One JAMA study found that flavor restrictions were followed by higher smoking rates, while a 2024 analysis of 376,963 young adults reported a 3.6-point drop in daily vaping alongside a 2.2-point rise in daily smoking. Yale researchers similarly linked flavor bans to declining vape sales and rising cigarette sales across 44 states.
Haypp’s own UK survey found that nearly one-third of vapers cite taste as a key advantage of vaping, and 28% say flavor is their top purchasing factor. When asked how they would respond to a flavor ban, almost a quarter said they would return to smoking — a result Lindblad says should concern public-health officials. He concludes that rather than banning flavors, policymakers should strengthen age checks, tighten marketing rules, and improve labeling — measures aimed at youth access without limiting options for adults trying to quit smoking.
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We are no longer in the world of ‘unintended consequences’ – Why Restricting Vape Flavors Risks Driving Smokers Back to Cigarettes
By Markus Lindblad, Head of External Affairs, Haypp Group
Across the world, governments are introducing increasingly tough policies to reduce smoking rates amongst adult populations and prevent young people from accessing nicotine products.
In the UK, we have the introduction of one of the strongest pieces of anti-tobacco legislation in the world with the Tobacco and Vapes Bill. This will introduce a generational smoking ban, making it illegal to sell tobacco products to anyone born after 1 January 2009. Other measures included in the bill include the introduction of a licensing scheme for the retail of tobacco and nicotine products and new limits on the advertising and promotion of nicotine products.
Many of the measures proposed in the bill will indeed help the UK make progress towards a smoke-free future, and prevent youth access to nicotine products, however, others are almost certain to be counterproductive and lead to bad outcomes.
Foremost among these is a clause granting the Secretary of State powers to restrict the flavor of tobacco and nicotine products. I believe that using these powers to ban flavors would be a mistake. There are legitimate concerns about youth access to vapes or nicotine pouches, and there is a consensus that this issue needs to be addressed, but the international evidence shows us that restricting flavors is not the way to go about it.
Over the past two years, we have seen the publication of results from a number of large-scale studies on the impact of flavor bans at the state level in the USA. The results should give policymakers pause.
A study published this year in the Journal of the American Medical Association examined how flavor bans in seven U.S. states affected tobacco use. Researchers looked at data from 2013 to 2023 and found that while flavor restriction policies were associated with some reductions in e-cigarette use, there were also increases in cigarette use.
A 2024 study from the USA examined a dataset of 376,963 young adults (age 18 to 29 years) and found that state restrictions on flavored vape sales were associated with a 3.6 percentage point reduction in daily vaping, but also a 2.2 percentage point increase in daily smoking among young people. This increase in smoking rates, the authors highlight, potentially offsets any public health gains that might have been achieved by the flavor ban.
Additional research from the Yale School of Public Health paints a similar picture. Using retail sales data from 44 US states, researchers discovered that following the introduction of flavor restrictions, cigarette sales rose as vape sales declined. In other words, when states restrict the availability of flavored vapes, they inadvertently push some smokers back to cigarettes, a behavior that is much worse in terms of health outcomes.
In each case, the intended outcome was to reduce vaping, but there was an unintentional increase in cigarette smoking. This is not a hypothetical outcome; it is observable and measurable in the data in each of the studies.
The public debate around vape flavors often focuses on youth appeal, but it overlooks a critical dimension: the importance of flavors in helping adult smokers quit and stay smoke-free. Flavors aren’t just a marketing tool; they are a behavioral and psychological aid that help smokers make the transition away from cigarettes.
Our own research at Haypp underscores this point clearly. In a recent survey of 500 UK vapers, nearly one-third (30%) said that taste is one of the main advantages of vapes compared with other nicotine products. 28% said that flavor is the most important factor they consider when choosing a vape. These are not marginal preferences; they are decisive drivers of behavior. When asked how they would respond if a flavor ban were introduced, only 26% of vapers said they would continue to vape, while almost as many, 24%, said they would switch back to cigarettes. This finding should alarm anyone concerned with public health. It suggests that for UK vapers, a flavor ban may push a significant proportion of them back to a much more dangerous habit.
Flavors also play a deeper psychological role in the process of smoking cessation. They help define the difference between smoking and alternative nicotine use, providing a sensory boundary that supports behavioral change. When a smoker switches to vaping, the experience of flavor, combined with the absence of smoke and tar, creates a sense of progress and separation from the old habit. Removing that variety reduces satisfaction, increases relapse risk, and ultimately undermines harm-reduction goals.
The challenge for policymakers, then, is not whether to act but how to act responsibly. Blanket bans may appear decisive, but they are blunt instruments that often produce counterproductive outcomes. Given the breadth of evidence now available, we are no longer speaking about unintended consequences. The data shows that a ban on flavors will most likely lead to an increase in smoking rates. A more effective approach would focus on strict enforcement of age-verification measures, strict rules on responsible marketing, and clear product labelling, measures that address youth access directly without depriving adult smokers of an effective tool to quit. Youth access needs to be tackled, but we need to remember that for a smoker trying to quit, flavors are not a loophole; they are a lifeline.
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Survey Challenges Perceptions on Youth Access to Pouches
Despite extensive media reporting about online and social media enabling youth access to nicotine pouches, survey data suggests that brick-and-mortar stores are a much more common source for minors in the UK. A new survey by Haypp found that two-thirds of Brits believe minors find it easier to buy nicotine pouches online than in physical stores. However, the Nicotine Pouch Report shows the opposite: 56% of under-18s who admitted purchasing pouches said they bought them from corner shops, 17% from supermarkets, and 31% via friends. Only 21% reported buying online.
Currently, UK law does not prohibit the sale of nicotine pouches to under-18s, a loophole set to close under the forthcoming Tobacco and Vapes Bill. While reputable online retailers use strict digital age verification, many physical stores fail to enforce checks. Haypp is urging all retailers to adopt robust age verification measures to prevent underage sales, stressing that online systems often provide more consistent safeguards than in-person checks.